Employer Branding workshop Miroslava Cehelská / December 10, Employee Experience Journey

Transcription

1 Employer Branding workshop Miroslava Cehelská / December 10, 2015 Employee Experience Journey

2 So, as we re talking about brands Do you know which are the Top 10 Best Global Brands in the world? Or which are the 10 most Admired companies in the world? And which are the 10 most Admired companies in Slovakia?

3 Top 10 Best Global Brands Top 10 most Admired companies in the world Top 10 most Admired companies in Slovakia 1. Apple 2. Google 3. Berkshire Hathaway 4. Amazon 5. Starbucks 6. Walt Disney 7. Southwest Airlines 8. American Express 9. General Electric 10. Coca-Cola 1. Google 2. Volkswagen Slovakia 3. ESET 4. J&T 5. DHL Express 6. Martinus 7. Kempinski Hotels 8. Policajný zbor SR 9. SPP 10. NBS

4 Employer Branding vs. Recruiting strategy Definition: Employer Brand as the image of your organization as a great place to work in the mind of - current employees and - key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing the company s employer brand. 1 Current trends: Labor shortage Ageing population Generation Y Fewer graduates with the right skills Technology and internet usage Job vs. experience Employment lifecycle focus Social Media increasingly important in recruiting Conclusion: This means a complete shift in the way employers approach their hiring methods. Post and Pray is over. That s where employer branding comes in. Recruiting strategy is only part of it.

5 What to measure in Employer Branding? And why? Companies who invest in developing their employer brand can expect an increase in employee engagement ease in attracting candidates These two areas were rated as the main benefits of their employer branding by 38% of companies implementing it. 2

6 Agenda 1. What is Employee experience journey? 2. Employee experience journey Map

7 What is Employee experience journey? We are all on a journey The challenge for our employers is to ensure that as we move from being an employee to a candidate, we are given the opportunity for new challenges and career growth without the need to go externally. If those opportunities don t exist internally, there s the very real risk that we will enter the external job market and eventually leave. The Employee Journey 3

8 In employer branding, EXPERIENCE is everything! Employee experience journey definition: The pathway a person takes from exploring an employer to work for to their retirement or rehire and the experiences encountered at each touchpoint. 4 Our experiences on the journey will strongly influence our attitudes, our behaviors which ultimately drive outcomes. A poor employee experience naturally results in a poor outcome and does not help our employer brand. Employee experience journey map details each interaction or touchpoint within each stage of the employee s relationship with the organization...it s a way to walk in the employees, candidates or alumni s shoes to describe and understand what each are doing, thinking and feeling at each stage. The Key stages include: 1. Explore and Apply 2. Join and On-board 3. Perform, Get Recognized, Learn and Grow 4. Separate 5. Reconnect and Re-join

9 The Employee Experience Journey Strategy Map (Sample Company) 5 We use Employee Experience journey mapping in Employer Branding to better understand specific employee journeys that may not be generating the outcomes we desire or we believe we can improve. Moments of truth are critical points along the journey that affect a successful outcome.

10 Employee Experience journey mapping will encourage to ask and investigate important questions: What are the people who work for you saying about your company to their friends? What are they saying (or not saying) on social media? What is your employer brand? What are you doing to attract the right people? Who are the right people? What sort of recognition do you have as a workplace? How often do your employees introduce their friends to come and work for you? Employee experience is heavily influenced by the Customer Experience model.

11 So where does YOUR employee journey map begin?

12 The Employee Experience Journey Map (no name company) KEY STAGES TOUCH POINTS EXPLORE AND APPLY 01 Friends recommendation 02 Word of mouth 03 Company web site 04 Company Career web page 05 Social media INTERVIEW EXPERIENCE 12 Contract signing 11 Offer communication 10 Feedback after interview 09 Personal interview 08 Reception welcome 07 Prescreening 06 Application for the job JOIN AND ONBOARD 13 1st day Orientation training 14 1st day ON THE JOB Welcome by my manager/team 15 My working area set up (my desk, PC, my badge, parking badge, mobile phone, meal vouchers) 16 My buddy FIRST 3 MONTHS 21 My first team event / company event 20 1/1 with my manager after probation period 19 Performance plan, Goal settings 18 1st month experience 17 1st salary LEARN, DEVELOP, GROW, PERFORM 22 Education / Training 23 Collaboration 24 Performance plan review, new plan My innovations, ideas for improvements Rotation to a new job / Promotion Engagement Communication survey culture Leadership experience SEPARATION 32 Being alumni 31 Leaving process experience 30 Exit interview RECONNECT / RE-JOIN Staying in touch Recommending my friend for a job Nice memories Employer Brand Moments Of Truth (EBMOT) Employee Experience journey designed with HR department Pre-selected Key EBMOT Next step - Internal Survey

13 Internal survey on Employee experience journey Key Objectives of the survey: 1. Draw attention to the employee experience journey 2. Identify which touch points are the ones which most affect our employer brand? 3. What are the great and pain touch points in the employee lifecycle journey? 4. Which touch point is important to employees? 5. Identify areas of improvement

14 Internal survey on Employee experience journey KEY STAGE Employee Experience Journey The goal of the survey was to examine the key moments that define the employee experience in the phase of ATTRACTING, HIRING and ONBOARDING online survey / QUESTION EXPLORE & ATTRACT APPLY 1 What made you apply for a job in your specific company? Company Brand, reputation on the market Interesting job and potential further opportunities for my career within the company My friends recommendation Attractive remuneraiton package I met company representatives at hiring events and found them interesting/cool people to work with Number of open jobs, I tried and was selected Others, pls specify 14 Did you get feedback from an interview on time as promised? 15 any supporting comments to interview process are welcome JOIN & DAY ONE - ON THE JOB, plus ORIENTATION DAY ONBOARD 16 The Orientation day, to what extend would you describe it as following well organized inspiring helpful in learing about the company helpful in learning how to get needed information and resourcess any other comments? 17 Did you feel welcomed during your first day ON THE JOB in the company? 18 Did your first day motivated you to do a great work? 19 Did your manager or buddy help you during your first day? 20 Was there anything what made you feel really welcome and happy to be a part of the company? If yes, pls specify 21 Was your first day ON THE JOB stressful? 22 Is there anything the company could do for new hires to feel better during their first day ON THE JOB? First week? Pls specify INTERVIEW 2 Did you review the company s website to learn about it? 3 Did you visit the company's career page specifically? 4 Did you find the company s website to be a valuable resource as you were considering the employment? 5 Did you use other sources for information about the company? 6 If yes, what source did you use? personal contacts and networks reports and articles social media (facebook, linked in..) other, pls specify 7 When considering an employment was it important for you to work for a company being a "Best Employer?" THE HIRING PROCESS 8 Did interview process make you excited about working for your company? 9 Was there anything specific during interview process which was done really WELL by the company? Pls specify 10 Was there anything specific duirng interview process which could be done BETTER by the company in the future? Pls specify 11 Do you think the hiring process was done in a professional way? 12 During interview process did you get an idea on the variety of daily responsibilities of your job? the support you would get from the team and the manager? who you would be working with? 13 Was there any information missing which was important for you? If yes, pls specify FIRST 3 MONTHS 1st MONTH EXPERIENCE 23 How would you describe your experience with the following elements during your first 3 month The team I work in is really friendly and supportive My manager and I have set up a good working relations To get meal voachers during my first day was important for me Getting my company badge took the time needed I like the quality of restaurants/canteens in the building I like the possibility to go to the gym I got my computer set up quickly and easily My first team event was great I know whom to ask for help if needed Overall I feel excited to work for my employer LEARN, DEVELOP, CAREER/ DEVELOPMENT OPPORTUNITIES GROW 23 Do you see people around you moving through their career? 24 Do you have access to information about potential career opportunities within the company? 25 Have you changed your role since you joined the company already? 26 Did your first 1/1 meeitng with your manager make you feel motivated and excited? 27 Has anybody presented to you career path or career options? 28 Have you read the internal rotation policy? 29 Are you planning to change the role within the company on the next 12 moths? 30 Is there anyhting else the company could do in the area of career developemt for you?

15 Conclusion Whilst Employee Experience is the sum of all an employee s interactions with their employer, which includes how they are managed, the systems they use, the culture of the organization, internal processes and policies, their co-workers and so on, it all has a significant impact on the overall employee experience and as a such should sit at the heart of your Employee Experience strategy and Employer Brand strategy.

16 References (1) Minchington, B (2010) Employer Brand Leadership A Global Perspective, Collective Learning Australia. (2) NEW RESEARCH FINDINGS: EBI s 2011 Employer Branding Global Research Study, October, (3) Richard Doherty, An Employee Centric Approach To HR: Employee Experience Journey Mapping (EXJM) March (4) (5) Brett Minchington MBA & Lisa G. Morris, Global Trends Whitepaper Series In employer branding, EXPERIENCE is everything!, April Other: EBI s 2011 Employer Branding Global Research Study, Written by EBO Editor, October Graham Frost, Employee journey mapping: The foundation of successful customer journey mapping. November Richard Doherty, An Employee Centric Approach To HR: Employee Experience Journey Mapping (EXJM) March Marketing at Touchpoint Dashboard: Employee Journey Mapping, November

17 Q & A